Abstract
The role of technology in successful customer relationship management (CRM) implementation is a perennial subject of concern to marketers. This paper reviews CRM studies, especially those with empirical data about the role of technology. The studies consistently indicate that technology is a necessary but not sufficient factor in the ultimate success of a CRM system. The paper then presents a model of CRM implementation that positions technology as an enabler of CRM success, but identifies other marketing and organisational issues as key drivers. It includes a case history of successful CRM implementation that features a staged approach to both technology integration and organisational readiness.
Article PDF
Similar content being viewed by others
Avoid common mistakes on your manuscript.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Roberts, M., Liu, R. & Hazard, K. Strategy, technology and organisational alignment: Key components of CRM success. J Database Mark Cust Strategy Manag 12, 315–326 (2005). https://doi.org/10.1057/palgrave.dbm.3240268
Revised:
Published:
Issue Date:
DOI: https://doi.org/10.1057/palgrave.dbm.3240268